Change Can't Wait
A capital campaign film created to support American University’s “Change Can’t Wait” initiative—built to unite donors around a shared vision and bring urgency and belief to a defining moment for the institution.
client
American University
type
Capital Campaign
services
Creative Development, Film Production, Post
Our Approach
This was a fast-paced production with a clear mandate: deliver something emotionally resonant while staying tightly aligned with campaign messaging. We moved quickly through packed interview days and key campus locations, capturing a wide range of voices and perspectives. The focus was on shaping a narrative that felt human and immediate—balancing institutional goals with a tone that could genuinely connect with donors.
THE RESULTS
The campaign surpassed its goal, raising over $500 million and becoming the most comprehensive fundraising effort in American University’s history. The films helped carry that message—supporting engagement across a broad donor base and reinforcing the urgency behind the campaign.
Lone Spruce exceeded every expectation. They aligned seamlessly with our team, bringing honesty, openness, and creativity to every step of the process—delivering work that truly captured the spirit of the campaign.
Natasha Abel / Associate Director of Communications and Media